I'm P.J. Hinton, a Senior Software Engineer (and wannabee wordsmith) at Compendium Blogware.

I'm part of a talented and passionate team of software and system engineers who are working to develop a better business blogging platform.

photo of P.J. HintonI started with the company at the beginning of the year and have been involved in a number of projects, including a new template-based HTML rendering service, an asynchronous blog post update notification system that employs cloud computing, and real-time keyword strength scoring for blog post editing.

Prior to transitioning to the world of web application development, I had worked largely on cross-platform, native code applications in C and C++. My last role was a two-year stint at Rhysome, a northside startup aspiring to develop a general purpose complex event processing application. Before that, I spent a almost a decade at Wolfram Research, working on various parts of the wildly successful technical computing package Mathematica.

I joined Compendium because I've been a longtime believer in the power of blogging, and I saw how the company's vision was validating what had been predicted some ten years ago by Doc Searls and others about the internet's disruptive impact on markets.

Compendium's leadership has succeeded in fostering a creative, energetic, and dynamic working atmosphere, something you'd be more likely to find in the Silicon Valley rather than the Circle City. What's not to love about that? :-)

I'm using this space to blog about subjects like:

  • the useful features of our blog hosting software
  • the value of corporate blogging in general
  • administrative issues in maintaining business blogs
  • the use of software to understand social networks
  • technologies relevant to our software development efforts

The Valleywag blog had a great post tonight about the ineffectiveness of sponsoring a celebrity blogger.  Citing Seagate's sponsorship of Robert Scoble's blog as an example, post author Owen Thomas notes that the computer storage manufacturer's stock price has decreased significantly since the sponsorship began.  The post goes on to cite some interesting statistics.
In April, a study by Canadian research firm Pollara found that word of mouth works — nearly 80 percent said they'd buy products recommended by a friend or family member. But word of mouse? Only 23 percent said they'd buy something touted by a blogger. "This shows that popularity doesn't always equate to credibility," Pollara executive Robert Hutton told MediaPost. "Marketers might have to reconsider who the real influencers are out there."
This is an reinforcement of the case that Compendium CEO Chris Baggott been making both in his presentations and blog posts like one from late May, where he wrote:
2.    Celebrity.    So many journalists covering  Social Media focus on Celebrities and celebrity bloggers.   There are 20,000,000 businesses in the United States…and this doesn’t count non-profits.   Hearing stories about Jimmy Wales, Michael Arrington, Kerry Miller or Jonathan Schwartz is great if you’re People Magazine, but this is Business Week.   Tell me about real businesses using these tools.   The story at Sun Microsystems isn’t the story of a CEO/Celebrity blogger (Jonathan's Blog), the story is the thousands of normal everyday Sun employees that blog.  Who are they?  What are the benefits to the organization?  (hint…it’s not touchy-feely....the ROI is found in winning searches and converting those visitors to prospects….)
The takeaway message for businesses is that you'll get more mileage for your marketing dollars if you invest in a company weblog, continuously stocked with content by plain-spoken employees who believe in what you're doing.  Compendium's Multi User Blog Software helps you achieve that goal.

"History doesn't repeat itself, but it does rhyme."
-- Mark Twain
I was reminded of this quote by Twain today as I read two articles, one at InfoWorld and the other at InformationWeek, about the Mozilla team's plan to give Firefox's JavaScript performance a jolt.  Code named "TraceMonkey", the project is introducing support for just-in-time code compilation into its JavaScript engine.  This new feature has been included with the alpha version of Firefox 3.1, but it is turned off by default because of it's work-in-progress status.

This project is interesting from our standpoint because an increasing amount of our application relies on client-side JavaScript to provide our customers with a smooth experience in editing and maintaining their blogs.  While the rise of AJAX has included many singing the praise of rich internet applications, JavaScript's status as an interpreted language has forced us to keep an eye on performance as our blog authoring software becomes increasingly feature rich.

As ambitious as the project may be, the Mozilla team are thinking wisely here.  The narrative being pitched by Adobe and Microsoft is that if you want to create rich web interfaces that have good performance, you need to lock into one of their proprietary technologies, the kind of technologies that require downloading and installing plug-ins.  As JavaScript pioneer Brendan Eich astutely points out in the InformationWeek article, "Not everyone wants to get a plug-in."

I was also struck by this passage from that same article:
If Mozilla is successful in its efforts, the rationale for developing rich Internet applications will become increasingly questionable. As Eich sees it, RIAs are already at risk. "Those platforms that are not a browser are an increasingly thin value-add to what the browser can do," he said.
In these remarks I hear an echoes of Marc Andreesen back in the mid-to-late 90s, when he boasted that one day Windows would be reduced to
"an unimportant collection of slightly buggy device drivers" with a combination of Netscape's browser and Sun's Java technology.  It's even more amusing when you recall that part of this promise was tied to Sun's addition of support for just-in-time compilation for the Java virtual machine.

Will JavaScript succed where Java fell short.  It will be interesting to see how it all plays out.



One edge that word processor programs traditionally have had over web browser based editors is spell checking.  Many web-based content creation applications, including our own blog authoring software, now include a spell checking feature.
 
Built-in support for spell checking has been slow to make its way into browsers.  Since version 2, Firefox has supported in-line spell checking (those squiggly red underlines you see under suspected misspellings).  Internet Explorer 7 doesn't have this feature at all.

Still, that's no excuse to avoid using a browser based editor, because there are easy tweaks that you can employ on both browsers to give you an experience comparable to that of modern word processors.  Over at CNet's website, Dennis O'Reilly has a recently published blog post that spills the details.

That's just one more reason to add to the list for not using a word processor as your blog posting software.


Dennis O'Reilly is writing about upgrading browsers in his Workers' Edge blog over at CNET News.com.  Quoting from the post we read (emphasis mine):
According to Net Applications, IE 6 accounted for more than 26 percent of the browser market in June 2008, while IE 7 was used by over 46 percent of all people on the Web. If your PC runs Windows 2000 or an earlier version of the OS, you can't upgrade to version 7 of IE. Unless your boss insists that you use the older version of the browser on XP or Vista, you've got no excuse for not upgrading to the safer IE 7.
As a blog company, browser market share is something we keep an eye on because it helps shape our testing policy.  We have to make sure that both our blogging features work properly on supported browsers and that blog pages look right on them.  We choose which browsers are supported based on market share.

I second O'Reilly's upgrading advice because not only will you get a more secure browser by leaving IE 6 behind, you will have a better web experience because IE 7 is much better at complying with web standards.

CMP trade publication Information Week ran an article today on a recently published paper which argues that web browsers should have an expiration date, just like perishable food.

The recommendation is based upon an estimate in the study that found over 45 percent of the internet population is using out-of-date browser software, leaving these users vulnerable to all kinds of known security threats.

The paper's authors make a provocative claim about the relative safety of different browsers:
Firefox 2 is considered to be the most secure Web browser because 83.3% of its users worldwide are running the most current version. Second, third, and fourth places go to Apple Safari 3 (65.3% of users running the most current version), Opera 9 (56.1%), and Microsoft (NSDQ: MSFT) Internet Explorer 7 (47.6%).

 "It is noteworthy that it has taken 19 months since the initial general availability of IE7 (public release October 2006) to reach 52.5% proliferation amongst users that navigate the Internet with Microsoft's Web browser," the paper says. "Meanwhile, 92.2% of Firefox users have migrated to FF2."
The reason this claim is prone to controversy is because one could make the plausible argument that the latest-and-greatest browsers aren't necessarily bug free. It's more likely that they, too, have security holes.  The only difference is that their security holes are still yet to be uncovered. Regardless of which side you fall on the never ending browser war, do yourself a favor by keeping your browser up-to-date. 

As someone who is responsible for developing a hosted blog software service that must work on several different browsers, I'll confess to having an ulterior motive for encouraging this.  Migration away from older browsers, like IE 6, reduces the need for web standard non-compliances workarounds, making the task of coding web pages a much simpler one.

At it's core, blogging is an exercise in writing.  Newcomers to the activity are frequently inclined to do that writing using an application that is most familiar and then pasting the result into the blog authoring software. 

My development activities frequently involve working with user generated content, and judging from my observations, there is a substantial portion of the user community that is using a word processor create posts.

Although a fairly straightforward operation, using a rich text word processor like Microsoft Word is not something that I would recommend as a blogging best practice.  Here are some of the reasons:
  1. Lost in the Translation: Rich text created with a word processor doesn't always translate cleanly into HTML.  Between your word processor and the web broswer lies the system clipboard, and the interaction with that clipboard depends on the applications involved.  Things like spatial formatting might get butchered along the way.
  2. Character Assassination: Some word processors have auto-replace features that convert your keystrokes into completely different characters.  The most common of these is Microsoft Word's Smart Quote feature, which converts the standard double quotation mark into directional quotes.  Sometimes, these special characters rely on character encodings that are specific to the platform you composing on.  These characters may not display properly on all browsers.  At best, you reader might see question marks; at worst, your reader might see gibberish.
  3. Fugitive Fonts: Yes, I'm sure that post sure does look rather fetching when set in 12 point Exotica, but unless your reader has identical typographical tastes as you and has configured his or her computer in the same way, that font won't be seen.  A web browser usually only can render fonts that are installed on the system.  If the font isn't present, a browser will substitute a different font, and it might be rather ugly. 
  4. Call the Style Police: Even if the font is displayable by the browser, the font may not match the look of the blog's style sheet.  If every blogger in the organization is using a different font and size, the compended blogs tend to take a ramshackle appearance because the uniform look of the page's style sheet is routinely being overridden.
  5. Proprietary Pitfalls:  Sometimes a word processor will put HTML on the clipboard for a browser to accept, but the HTML isn't standards compliant.  It may have attributes that are vendor specific.  I've seen some very strange things, including HTML style attributes that had properties specific to Office and HTML tags that were prefixed with XML namespace identifiers.  Very few of these things wind up looking good in all browsers.
Taken together, these points make for a compelling case to use Compendium's built-in blog post software.  Our rich editor stores your content as HTML thereby maximizing the likelhood that what you enter is truly what you'll get.  Moreover, it already supports many of the styling features that are supported in HTML.  There's no worry that your formatting will be degraded.

Others' blogs can be a great source of blogging tips, even if they don't come right out and label them as such.  Take for example a post that was published by Lead with Your Heart author Lewis Green.  In discussing why it's important to give as well as get, Green talks about our natural resistance to "sharing openly" with others in personal and professional settings.

He goes on to list several examples of businesses and individuals who put this principle into practice and succeed by doing so.  It's no surprise that his longest bullet point deals with bloggers who use their sites to educate and advise, not just self-promote.

If you are thinking about starting a business blog, SEO might be an attractive selling point.  But one of the best blogging benefits you will reap, if you write the right kind of content, is an improved relationship with your customers. Quoting Green's closing remarks in the post:
People like and like to do business with those they trust and those who have integrity. Sharing ourselves and what we know is the best way to build a trusting relationship, and it doesn't hurt profits.
How well can you share?

The big buzzword in the computer trade press these days is cloud computing, the idea of hosting an application, or key components thereof, on a third party service in a way that is easy to set-up and scale. 

Amazon has been the trailblazer in this area, with internet services for computing, message queues, file storage, and databases.  There are a growing number of startups with plans either to challenge Amazon or develop solutions that make leveraging Amazon's services easier.  Google has been making inroads with the limited beta of its App Engine.  Microsoft is still trying to figure it out.

Yesterday, CNet blogger Dave Rosenberg wrote a post on his blog Negative Approach, asking just how far will the move to cloud computing reach.  Quoting from the post: (emphasis mine)

I started to wonder whether everything really will go to the cloud and all of our open-source musing will go away, as software becomes consumed versus installed.

Realistically, there is a vast array of software that really can't move outside the enterprise in the foreseeable future. Consider, for example, banking and stock-trading systems, or telecommunications infrastructure. On the other hand, consider pretty much everything else.  Even when you take into account the complexities of back-office systems, odds are that in a green-field situation, you could find a software-as-a-service application to solve your problems.
So here's the paradox that I think about: Let's consider a company like Google, which writes, buys, and installs a lot of software. Some is unique to its business and isn't available as an online service. Other products are packaged applications. Yet it wants the rest of the world to stop buying software, instead just consuming it from Google.
I'm not seeing a way that on-premise software disappears forever...
He's probably right about on-premise software retaining some degree of presence, but I think we'll see a transition of viewpoints.  Right now, the default (and prudent) stance is to take a wait-and-see approach to putting apps completely in the cloud.

Given that there are burps and glitches, it'll be some time before businesses can move critical functions to hosted services like Amazon's.  With time for the technology to reach maturity, I suspect that the burden of proof will shift, and the default question will become, "Why should we buy this software and host it ourselves?"

Fortunately for us, corporate blogging just happens to be a "green field situation" for many businesses. With our ever growing list of features and a firm technological foundation that's built to be reliable, it's easier for us to make a compelling case that instead of building and maintaining a blog with consumer grade software, a business should instead adopt our hosted blog software as a part of their corporate blogging strategy.

When higher organic search results and better customer engagement become the norm, the last thing Compendium customers of will be accused of is "walking around with their heads in the clouds."

Yesterday, InfoWorld ran a story on the rise of scripting languages and an interview with Mozilla JavaScript architect Brendan Eich. Both are very worthwhile reads because they provide a nice mix of the state of the art and the historical context of scripting languages.

Prior to hiring with Compendium about six months ago, I had tinkered with scripting languages largely as side tasks.  The mainstay of my work lie in compiled languages like C, C++, and occasionally some Java. 

As I sought out new job opportunities both locally and nationally last year, I began to realize that openings for compiled languages were on the decline.  Indeed, a friend of a friend out in the Bay Area advised me last summer with these words:
In terms of technical skills, C++/Linux is a great foundation, however, there is a caveat. In the SF bay area overall, companies are more likely to use newer technologies for R&D/new development. There is still a lot of support work out there, but I would say the growing trend is to outsource support work, so those jobs are ever decreasing... Also, I would suggest making a larger investment on learning newer technologies, such as Java and other technologies on the LAMP (Linux/Apache/MySQL/PHP, Python, or Perl) stack.
That turned out to be some very solid advice, even though I wound up staying in Indianapolis.  Here at Compendium, scripting languages like PHP, JavaScript, and Perl are the bread and butter of our day-to-day efforts to build user-friendly blog software.  The transition proved to be pretty smooth because PHP's syntax borrows so heavily from C and C++.  I was lucky in the sense that I was learning the language within a disciplined environment that made sure web apps were developed properly. 

One of the quotations from the article that jumped out at me was the remark by Andi Gutmans, co-CTO at Zend Technologies.
"It's very easy to pick up and then it will also scale with your needs," Gutmans explains. "I often call it the Visual Basic of the Web."
The ease with which the language is learned is a double-edge sword.  On one hand, it flattens the learning curve, but on the other, it gives mediocre programmers enough dynamite to be dangerous. 

Jeff Atwood at Coding Horror noted as much about a month ago in his bluntly titled blog post "PHP Sucks, But it Doesn't Matter".  Atwood does a pretty good job of surveying the disdain as well as the widespread usage that PHP has managed to garner, but I don't think he quite closes the loop in his analysis.

Syntactically, PHP is a pretty elegant language.  It steals enough syntax from C++ to be familiar but escapes the hideousness of template meta-programming because a dynamic language doesn't have to worry about how to deal with generics.

From my own experience the bad reputation of PHP has two origins. 

The first lies in its original use as a way to embed server-side executable code within an HTML document.  Web programmers latched onto this in droves and abused it, creating websites that did not separate the business, presentation, and application logic cleanly.

The second sore spot is how PHP has managed to assimilate just about every third party library under the sun.  If you've ever had to install PHP or build it from scratch, you already have a deep appreciation, or at least a healthy fear, of how many optional elements can be integrated into the system.  A lot of times, these APIs are written to parallel the nomenclature of library APIs in C or C++, which makes for inconsistencies.

Ironically enough, both of these things are probably among the factors that helped speed the adoption of the language.

What has helped sustain PHP?  Two things come to mind, based on my limited experience.

For one thing, the PHP development community got Model/View/Controller religion.  Nowadays, there are tens of PHP frameworks designed to help developers employ the MVC design pattern, which helps separate the logics and avoid the ugly code for which PHP became notorious.  Granted, not all of them are of equal quality, and some have already gone dormant.  What's important is that enough developers realized that the old way of doing things was neither sustainable nor scalable.

The second thing was the under-the-hood change of basing PHP on the Zend engine, which has helped it to achieve performance levels that you might not expect from a dynamic language.

For all of the speed of development that one achieves with a dynamic language, there is one thing I could live without.  The incredible syntax flexibility of a scripting language like PHP can allow you to create code that is syntactically correct but semantically crazy.

For example, I recently wrote some code that was intended to build up a string that you could pass on to a logging facility.  It looked something like this:
$logger_string = 'problem with operation foo '  . 
$print_r($some_variable, true) . ' some more text';
The bug in this code was that there should have been no dollar sign in front of print_r. It's a function name, not a variable.  PHP sees this as just fine and dandy, converting $print_r into  function name, provided that the variable name evaluates to a string.  This kind of thing will pass the PHP syntax checker but will cause a fatal error at runtime.  It's similar to the situation where a spell checker won't save you from using mistakenly using a homophone.

In spite of all of that, I'm happy to be coding with PHP.  Errors like those above are pretty rare.  Moreover, I don't miss having to worry about type declarations and memory management.  In spite of numerous sins of programmers past, I firmly believe that PHP is a great language to build a solid blogging platform. We're already doing that!

Trade publication eWeek ran a story on Friday about Google promoting it's App Engine as a workflow tool to bring web designers and developers together.  The most interesting part of the story was a collection of remarks by Lindsey Simon, a UX software engineer, and John Skidgel, a web designer, both who work at Google.

Both Simon and Skidgel articulated the need for a close working relationship between engineer and designers.  So close, in fact, that Simon said it should be almost spousal.  Both roles needed to have a respect for each other's strengths and enough knowledge about the other's job to communicate effectively.

Taking the spousal analogy a step further, Skidgel and Simon described what  hypothetical personal ads might say.  Simon's designer ad read:
"Seeking an unpretentious, scrappy, well-rounded interaction and visual designer." The qualities listed as being sought after were, "Takes criticism without a hissy fit, willing to entertain rants about back-end/front-end code, knows Photoshop kung fu and not afraid of code."
Skidgel's ad for a UX engineer read:

Businesses adopting corporate blogging are often motivated by the promise of better placement in organic search results.  To help realize that goal, Compendium Blogware harnesses the power of Data Driven Blogging, where employee posts are presented in topic-oriented blogs as well as individual blogs.  These topics are selected based on keywords that the customer wishes to target for better results.

For some time, our user interface for creating posts has included a tag cloud that lists these topics.  Titles of keyword blogs having more posts are displayed at a larger font size.  At a glance, the blogging employee can see what topics have been written about most frequently on the organization's blogs.  While this information might be helpful in choosing a post topic, it doesn't give much guidance on the quality of a post as it is being written.

As of today, our blog editing software incorporates a new and very handy feature, a Keyword Strength score that serves as a rough measure of the quality of keyword usage.  You can see a screenshot of the feature in action below.  It's a status bar that changes from red to green as the score moves from a baseline of 0 to a maximum of 100.



The scoring system takes a balanced approach, encouraging keyword usage and variety, while discouraging excessive usage that might make a post look spammy.

Does a high score guarantee a good post?  Not necessarily.  It's important to remember that when you're writing content, keep the customer in mind.  Relevance is what keeps them reading.  While this new feature can't save you from writing bad content for your corporate blog, the meter can help you improve the search engine friendliness of already great material.

Charles Cooper at CNet's news.com website has a thought provoking article about commenter rights.  He mentions a blog post at Disqus' corporate weblog that proposes a bill of rights for comments.  Support for comments in business blogging software is important because it fosters one of the most important blogging benefits -- customer engagement.

I took a look at the list of rights he mentions, and while the question is interesting, I think that the scope of the rights as proposed verges on overkill.

A comment posting feature helps to encourage reader participation.  Where I think the commenter rights goes off the deep end is the implicit assumption the comment area is the sole venue by which the conversation must continue.  I think it is just one channel, and to make commenting as feature rich as proposed would turn a blog into a bulletin board where only one user is allowed to initiate a thread.

Rather than a complicated system of post, edit, track, and remove operations, backed with policies that determine whether an after-the-fact edit is OK, why can't we just live with a simple social contract?  A blogger shall allow comments from anyone.  A commenter is free to write what he or she wants.  Either party may delete the comment, but once the removal has been done, it's irreversible.  That saves the commenter from regret for posts written in the heat of the moment, and at the same time it prevents the airbrushing that Cooper worries about in his post.

In other words, the relationship between blogger and commenter is that of a host and a guest in a house.  The host invites guests, and has the right to dismiss them for bad behavior.

The question of comment ownership from a copyright standpoint is a bit tougher.  Of all the comments that I have left on blogs, I've never felt a sense of ownership in the sense that I thought a blogger would needto seek permission to republish my content.  If a reader is that passionate about retaining the right to determine whether the blogger can republish, he or she should probably write the comment as a full post on his or her own blog and then post a link in the comment section.

The level of discussion that the bill of rights has raised should give pause to companies rolling out a corporate weblog.  Let your readers speak freely and don't be too quick to decline comments.  Your customers may not always be right, but they are definitely worth listening to.

Southwest Airlines -- Opening up the Company

Southwest Airlines and RD2, the marketing organization behind Southwest's corporate blogging initiative, issued a press release this past week regarding some improvements to the airline's blog site, Nuts about Southwest.

Among some of the new features are podcasts, video, polling, and personalization.  To me the new features weren't as interesting as some of the statements that Southwest and RD2 made about the benefits that Southwest has derived since the original blogging initiative went live a couple year ago.  Quoting from the release:

Nuts About Southwest was originally launched as a means of giving Customers a look inside the Culture and operations of Southwest Airlines and allowing them to interact and build personal relationships with the airline's Employees. Over the last two years, the blog's function has evolved to also serve as a virtual focus group, assisting the Company through crisis and new product launches.

"From the debate over assigned seating to the timeframe in which we release our flight schedules, the passionate comments and opinions shared on our blog have unquestionably influenced several business decisions," says Rutherford. "But the primary focus of the blog remains our Employees and their personal interaction with our Customers."

The blog has cemented its role as a direct channel of communication with it's customers.  Moreover, the communication goes in both directions, providing the company with a richer portrait of customer satisfaction than could ever be accomplished with sterile multiple-choice surveys.

Another takeaway message is the importance of content.  Further on down in the release we read:
The airline estimates that it has reached more than 500,000 Customers through Nuts About Southwest alone, and they expect that number to exceed one million in 2008.
"It's not all about numbers, though," says Rutherford. "It's about the quality of the content, the conversations, and the engagement between Employees and Customers."
The enhanced organic search visibility from blogging is sustainable when you have a place that's worth visiting and using.  A blog of press releases won't do this, but letting your employees take the lead will.

Wells Fargo -- Opening up the Archives


Brands with historical significance are rare indeed.  Corporations with longevity oftentimes get merged or rebranded to the point that little of the original identity survives.

The railroad industry, which is a hobby of interest for me, is full of examples.  A wave of mergers in the late 60s and early 70s brought together the Chicago, Burlington & Qunicy, the Great Northern Railway, Northern Pacific Railway, and the Spokane, Portland & Seattle to create Burlington Northern.  In the mid 90s, that company merged with the Atchison, Topkea & Santa Fe to form the Burlington Northern Santa Fe Railway.  A couple of years ago, they decided to rebrand, dropping all of the names to the initials -- BNSF.

As a child, I remember seeing references to Wells Fargo stage coaches in westerns. Not until my adult years, as banks expanded to have a national presence, did I realize that Wells Fargo continued to exist as a bank out on the west coast.

Recognizing the significance of its heritage, Wells Fargo created a blog where historians and archivists write about the company's history.  Titled Guided by History, the blog profiles prominent figures and discusses how things were at the company in days gone by.  Some of the posts are remarkably candid, like a post that discusses the company's role in working with an nineteenth century immigration policy that was prejudiced against the Chinese.

Both Southwest and Wells Fargo provide compelling examples of how companies can find a voice and benefit through blogging.  While there are certainly things to avoid in executing a corporate blogging strategy, there is no one right way to blog.  In the case of these two companies, they leveraged their uniqueness.  It takes creativity, but it's certainly worth the long-term investment.


In this case, "going to the dogs" turned out to be a good thing!

The New York Times is running a blog post about Galvin Communications, a public relations firm in Portland, Ore. which decided to set up a corporate blog for Bella, their Director of Goodwill.  Bella just happens to be a dog. 

Although the blog's focus has nothing to do with the business, it's been a boon for their business.  Quoting Ellen Galvin, one of the owners of the firm:
Bella’s blog has paid off professionally in ways that we never imagined when we created it in 2006. Until then, much of our work was with traditional print media. We weren’t taking advantage of the ability of blogs to generate buzz until we created Bella’s blog and started getting hit up by other PR firms.
This should serve as a nice case-in-point for business owners who don't believe they have anything to blog about.  Be creative, because every blog has its day.

Today, I'm blogging from Monument Circle to help raise awareness about the upcoming BlogIN Unconference that will be held on Saturday, April 26.

Compendium Blogware is a sponsor of the event, and it will feature bloggers hailing from all over the Hoosier State, discussing all things blogs.  We've got a nice level of turnout here today, with at least 30 people.

I've seen reporters from WXIN-TV and the Indianapolis Star covering the event.   think I've been photographed a few times, and videotaped by someone else. 

The skies are partly cloudy, which makes viewing the screen a bit easier, but the breeze between the buildings is chilling to the fingertips. 

We've got some people who've brought their laptops to the event.  There are several others networking and mingling, getting to know the people behind the pixels.

Some have written that the Internet has an isolating effect on society, and it is true that one could spend so much time surfing and chatting that true relationships aren't fostered.  But it's also true that the net has rehumanized markets.  Blogs have played a role in that process. 

The thoughts and opinions of countless people form a massive conversation, giving the consumer a new level of leverage in the market.  The collective experiences, good and bad, make the traditional PR an ineffective relic of a past age. 

Corporate blogging is an opportunity for businesses to get involved in that conversation.  If you blog wisely, the content you create on your blog will educate your existing customers, persuade potential customers to patronize you, and enlarge your visibility in search rankings.

Won't you join in?

Reporter Karen D. Schwartz has written a wonderful article over at eWeek Mid-market which makes the case for corporate blogging as an effective demand generation tool during weaker economic times.

The reasons to blog are many, according to the article:
  • better organic search results
  • consumer education opportunities
  • geographically targeted promotion through aggregation services
  • customers get easy access to updates through RSS
  • good place to put a call-to-action message
Compendium's affordable blogging software helps you transform these reasons into results.

The article is chock full of great quotations, so be sure to read the whole thing, and if you're a small business interested in learning more about how Compendium Blogware can play a role in your marketing strategy, sign up for a free webinar on April 30.

The Telegraph, a newspaper over in the UK, recently ran a story about corporate blogging, talking about the risks and the responsibilities of doing it successfully.

The story leads off with an account of the damage done when a marketing director at British retailer Tesco mentioned adverse news about his employer's future plans in his blog.  The post was picked up by the press, and soon the company's stock price took a dive.

The reporter writing the story goes on to make this tongue-in-cheek remark:
It was evidence, if it were needed, that business web logs should come with a corporate health warning.
A successful corporate blogging initiative has to walk a fine line.  On one hand, the content posted on a blog cannot be traditional public relations content.  Readers won't read content that isn't real.  On the other, discretion has to be exercised so that the company's reputation isn't damaged or its shareholder value diminished.

The article offers up some good advice for starting a business blog:
  • Don't rely on ghost writers.  Have real employees contribute content.
  • Refrain from fluff and spin.
  • Don't be afraid to entertain your readers.
  • Post regularly.
Compedium Blogware can help your business achieve the "radical transparency" that Charles Dunstone of CarTalk refers to in the article.  With a hosted blog software application that includes built-in content approval, you can reap the SEO benefits of blogging without exposing yourself to the risks of inadvertent information leaks.

It's understandable businesses might be nervous about allowing their employees to maintain blogs.  Decision makers contemplating a corporate blogging strategy might be tempted to throw their hands up in the air and ask rhteorically, "Is it really worth the risk?

For those who might be baffled by this and similar questions, it helps to know that you are not the first to face these questions, and you are not alone.  In fact, you're in good company.

For a good case in point, check out a recently published article on CNet's news.com website. If you're considering an enterprise blog or are in the process of rolling one out, this article is a must-read.

CNet writer Ann Broache uses as a starting point the legal issues that Cisco Systems is facing after one of its employees was outed as an anonymous blogger.  The article does a good job of driving home the significance of transparency, discretion, and delineation. 

Transparency is ensuring that when employees post content related to their employer on the net, the employee clearly identifies him- or herself as an employee of that company.

Discretion means that employees don't disclose information that would compromise trade secrets, violate confidentiality agreements, or expose the company to further legal liability.

Delineation involves making clear what aspects of an employee's writings are representative of the company and which are the views of the employee alone.

The article also is valuable because it discusses how several large companies and organizations have dealt with this question.  Links to corporate blogging policies and net conduct guidelines for companies such as Cisco Systems, Sun Microsystems, Dell, Yahoo, IBM, Google, and the BBC are provided in the story.  With big names such as these, the story serves as a great launching point for identifying blog best practices.

One of the best ways to ensure transparency, delineation, and discretion is to provide a common corporate blogging platform like Compendium Blogware.  Employees get the ability to write original content while being clearly identified as a company employee.  Compendium's post approval feature helps mitigate the risk of inappropriate content.





Associated Press business writer Candace Choi wrote an article earlier this week about food companies reaching out to bloggers, sometimes giving out free samples to generate buzz.  Quoting an excerpt from the article:
Obsessive Web sites evaluating the newest eats have become must-reads for lovers of every type of food including frozen dinners, potato chips, candy bars and even energy drinks. While the readerships for sites like IAteAPie and Candy Blog are only a few thousand daily, food companies court them as a way to reach an interested audience for the price of shipping a box.
Further own down, the article offers up an explanation for the tactic:

Courting one blog with a couple of thousand daily readers may not have a huge impact, but marketers can easily reach several such blogs with little effort, said Debbie Weil, a corporate blogging consultant based in Washington, D.C.

"Companies are paying attention to the concept of lots and lots of tiny little markets. Added up, it's significant," Weil said.

The single-minded focus of blogs may be in some ways more valuable than traditional marketing since it's easier to cherry-pick an audience, said Daniel Taylor, a senior analyst of digital advertising and marketing for the Yankee Group.

In essence, they're trying to grab the market by the long tail by winning the favor of influential bloggers. 

The article briefly touches on the ethical issues that the bloggers face in accepting the samples.
Like many other bloggers, Taylor usually notes when a company sends her free samples. Since the site isn't her primary source of income, Taylor doesn't think accepting samples worth a few dollars will sway her opinion.
Provided that third-party bloggers give full disclosure on what they're getting from marketers, we have a situation more transparent than the "under-the-radar" style of marketing employed by a consulting firm in the late 90s revive a flagging soft drink brand among teens, and that is definitely a good thing.

Still, I can't help but wonder whether these companies are misguided in doling out free samples to generate buzz.  Instead of coaxing others to speak for their brand, why aren't these companies letting their product development teams write about the new and improved goodies on blogs, giving a chance for real people to offer their feedback via comments?

When it comes to long-tail markets, you aren't looking for your customers so much as they are looking for what you sell, usually via organic search.  Corporate blogs not only enable a conversation with your customers, the frequently updated content stands to boost your visibility in search.

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